In a transfer golf insiders have anticipated for almost a yr, TaylorMade Golf introduced Tuesday it has acquired Logan Olson Putters. The deal brings Olson—recognized for its small-batch, artistically styled milled putters—below the TaylorMade umbrella as a sub-brand, very similar to Tiger Woods’ Solar Day Purple attire and life-style firm.
To informal golfers, the Logan Olson model might not be acquainted. Nevertheless, the corporate has quietly developed a cult following amongst gear fanatics and putter aficionados lately. When Olson releases putters, known as “batches,” portions are restricted, costs are steep (typically $850 or extra), and so they are likely to promote out quick.
Who’s Logan Olson?
Logan Olson, 27, will stay the principal designer for the putters bearing his title. His firm is predicated in Fortuna, California, greater than 700 miles north of TaylorMade’s headquarters in Carlsbad. Whereas Fortuna could appear off the crushed path for golf gear manufacturing, Olson has constructed a popularity for his high-quality, blade-style putters by means of word-of-mouth, social media, and relationships with PGA Tour and LPGA gamers.
“It’s not every day you stumble upon someone like Logan. His ability to merge creativity with such a technical process is nothing short of remarkable. Whether you’re a professional on Tour, someone who plays the game for the sheer love of it, or even a collector with a keen eye for finely crafted putters, Logan’s creations embody a level of craftsmanship that resonates with golfers of all abilities,” mentioned Brian Bazzel, TaylorMade’s vice chairman of product creation.
Logan Olson putters typically have creative particulars and refinements. (TaylorMade)
Why companion with TaylorMade?
The acquisition permits Olson’s firm to profit from TaylorMade’s operational and distribution channels, offering alternatives for development. Moreover, Olson is anticipated to realize extra entry to suggestions from TaylorMade’s workers gamers, additional enhancing his designs.
In a press launch, TaylorMade said Olson’s putters can be added to the corporate’s Tour Matrix choices, that are delivered to skilled occasions for participant fittings and suggestions.
Why does TaylorMade need Logan Olson Putters?
Within the putter market, TaylorMade is understood primarily for its mallets and multilateral choices. The Spider collection, particularly, has been a favourite of elite gamers, with main champions like Scottie Scheffler, Rory McIlroy, Nelly Korda, Jason Day, Dustin Johnson and Sergio Garcia successful tournaments with Spider fashions.
Whereas mallets have grown in reputation due to their forgiveness and stability, many high gamers nonetheless favor milled blade putters. This class, dominated by manufacturers like Scotty Cameron and Bettinardi, has confirmed elusive for TaylorMade regardless of earlier efforts.
Logan Olson’s creations sometimes mix basic shapes with delicate however inventive twists. (TaylorMade)
Within the late 2000s, TaylorMade launched the TP by Kia Ma line of milled stainless-steel blades with Titallium face inserts, however the line was discontinued after a couple of years. In 2023, TaylorMade launched the TP Reserve line, which included milled blades and midsize mallets. Nevertheless, these fashions have but to make vital inroads on skilled excursions or in retail markets.
By buying Logan Olson Putters, TaylorMade positive aspects a boutique model already trusted by elite gamers. Previously 18 months, Collin Morikawa, Scottie Scheffler and Nelly Korda have all used Olson putters in competitors.
Scottie Scheffler’s Olsen putter in 2023. (David Cannon/Getty Photographs)
What’s Subsequent for Logan Olson Putters?
Olson’s signature “Craft Batch” putters are small-run releases mixing basic designs with extremely detailed machining and artistry. These putters, sometimes priced at $850 or extra, are as a lot collector’s objects as purposeful golf golf equipment.
It’s anticipated that TaylorMade will finally introduce a retail line of Logan Olson putters for specialty retailers and golf shops. Nevertheless, if costs stay within the Craft Batch vary, gross sales will probably be restricted to collectors and high-end patrons.
A extra probably situation includes TaylorMade mass-producing Olson-inspired putters at premium ($400+) worth factors whereas permitting Olson to proceed crafting limited-edition fashions for the ultra-premium market.
For now, the acquisition marks a major step for TaylorMade because it expands its presence within the high-end putter market, mixing Olson’s artistry with the corporate’s manufacturing experience.
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